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Seven Deadly Sins of Marketing
Seven Deadly Sins of
Marketing and How to
Avoid Them
Christopher Ryan
info@fusionmarketingpartners.com
Winning B2B Marketing
The following is excerpted
from Christopher Ryan’s
new book “Winning B2B
Marketing: Proven
Methods that Drive
Revenue, Leads and
Awareness”
Seven Deadly Sins
While the marketing equivalents are
not as serious as the original seven
– lust, gluttony, greed,
sloth, wrath, envy, and pride –
they are areas that, if not addressed,
can lead you to marketing and sales
disaster.
Seven Deadly Marketing Sins
1. Lack of Self-Awareness
2. Perfectionism
3. Living in the Past
4. Failure to Quantify
5. Failure to Test
6. Inaction
7. Focusing on What Doesn’t Matter
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
1. Lack of Self-Awareness:
• You need to know who you are as a marketing
professional as well as where you shine (or don’t)
as a company.
• To be truly self-aware you must be willing to take
a frank look at your weaknesses and strengths.
• On the company side, self-awareness means
acknowledging when your competitors are better
at certain things than you are (and vice versa).
– See our post on completing a SWOT Analysis.
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
2. Perfectionism:
• In marketing and sales, the need to be perfect can
be counter productive.
– Perfectionism is time consuming and leads to inaction.
– Perfection is subjective.
– Perfection is elusive.
– Perfection creates havoc with your staff.
• Consistency and quantity of output are important
characteristics of productive marketing; a
needless (and fruitless) search for perfection can
be a detriment to your success.
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
3. Living in the Past:
• A good marketer is a paranoid marketer – always
wondering what new techniques others are using
to gain competitive advantage.
• Prevent living in the past by being a watchful
consumer.
– Keep an eye out for how companies are marketing and
selling to you and emulate the best practices.
• Borrowing from good ideas is perfectly legitimate
as long as you do not copy another company’s
text or designs.
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
4. Failure to Quantify:
• In marketing and sales, data is your friend.
• The days of measuring success by number of
creative awards won are over.
• You need hard data that shows
– How many people are seeing each promotion
– How many are responding
– How prospects are being moved through each stage of
the process to become customers
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
5. Failure to Test:
• Marketers who do not test are marketers who
don’t get the best results.
– Every element of marketing campaigns can be tested,
including: target audience, offers, benefits, messaging,
media, copy, and graphics.
• I recommend devoting 5-10% of your finances to
new programs, offers, and audiences.
– Don’t set the same expectation for success with the
test budget as you do for the rest of your campaigns.
– Experiment, take chances, and roll the dice, in an
attempt to beat the control campaigns.
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
6. Inaction:
• There is never a perfect time to enter a market,
launch a campaign, or execute a quick hit strategy.
– You won’t always have all the facts, or know how a
target audience will respond.
• Good marketers are aggressive marketers.
– You learn by doing, not just by studying, pondering, and
analyzing.
– It is sometimes necessary to forget ready-aim-fire and
instead practice ready-fire-aim.
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
7. Focusing on What Doesn’t Matter:
• As a marketing manager, you have two primary
resources at your command: time and money.
– There is a great deal of money spent on programs and
activities that have little chance of success
– There is also a great deal of time spent on the
irrelevant and the counterproductive
• Every minute you spend on a nonproductive
activity hurts you in two ways:
– Wasted time on unhelpful items
– Lost time to spend on helpful items
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
7. Focusing on What Doesn’t Matter:
• What doesn’t matter?
– How many direct reports you have
– How much your staff likes you
– How cool your website looks
– How big your trade show booth is
– How fast your budget grows
– What you did last year (or last quarter in fast-paced
industries)
– Time spent in endless and nonproductive meetings
Download the Free 7 Deadly Sins Book Chapter
Seven Deadly Marketing Sins
7. Focusing on What Doesn’t Matter:
• What does matter?
– More leads going to the sales force
– Hiring good people or outside contractors to assist you
– Reduction in wasteful spending
– Cross-selling and up-selling customers
– Changing to a process that improves funnel conversion
ratios
– Lowering your cost of customer acquisition
– Increasing revenue
Download the Free 7 Deadly Sins Book Chapter
Learn More
Learn More about the
Seven Deadly Marketing
Sins and How to Avoid
Them:
Download the Free Seven
Deadly Sins Chapter Now!
Free eBook!
Download your Free
Chapter NOW!
Download a FREE Chapter from Christopher
Ryan’s New Book Now and Get the Entire
eBook FREE When Released!
About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280

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Seven Deadly Sins of Marketing

  • 1. Seven Deadly Sins of Marketing Seven Deadly Sins of Marketing and How to Avoid Them Christopher Ryan info@fusionmarketingpartners.com
  • 2. Winning B2B Marketing The following is excerpted from Christopher Ryan’s new book “Winning B2B Marketing: Proven Methods that Drive Revenue, Leads and Awareness”
  • 3. Seven Deadly Sins While the marketing equivalents are not as serious as the original seven – lust, gluttony, greed, sloth, wrath, envy, and pride – they are areas that, if not addressed, can lead you to marketing and sales disaster.
  • 4. Seven Deadly Marketing Sins 1. Lack of Self-Awareness 2. Perfectionism 3. Living in the Past 4. Failure to Quantify 5. Failure to Test 6. Inaction 7. Focusing on What Doesn’t Matter Download the Free 7 Deadly Sins Book Chapter
  • 5. Seven Deadly Marketing Sins 1. Lack of Self-Awareness: • You need to know who you are as a marketing professional as well as where you shine (or don’t) as a company. • To be truly self-aware you must be willing to take a frank look at your weaknesses and strengths. • On the company side, self-awareness means acknowledging when your competitors are better at certain things than you are (and vice versa). – See our post on completing a SWOT Analysis. Download the Free 7 Deadly Sins Book Chapter
  • 6. Seven Deadly Marketing Sins 2. Perfectionism: • In marketing and sales, the need to be perfect can be counter productive. – Perfectionism is time consuming and leads to inaction. – Perfection is subjective. – Perfection is elusive. – Perfection creates havoc with your staff. • Consistency and quantity of output are important characteristics of productive marketing; a needless (and fruitless) search for perfection can be a detriment to your success. Download the Free 7 Deadly Sins Book Chapter
  • 7. Seven Deadly Marketing Sins 3. Living in the Past: • A good marketer is a paranoid marketer – always wondering what new techniques others are using to gain competitive advantage. • Prevent living in the past by being a watchful consumer. – Keep an eye out for how companies are marketing and selling to you and emulate the best practices. • Borrowing from good ideas is perfectly legitimate as long as you do not copy another company’s text or designs. Download the Free 7 Deadly Sins Book Chapter
  • 8. Seven Deadly Marketing Sins 4. Failure to Quantify: • In marketing and sales, data is your friend. • The days of measuring success by number of creative awards won are over. • You need hard data that shows – How many people are seeing each promotion – How many are responding – How prospects are being moved through each stage of the process to become customers Download the Free 7 Deadly Sins Book Chapter
  • 9. Seven Deadly Marketing Sins 5. Failure to Test: • Marketers who do not test are marketers who don’t get the best results. – Every element of marketing campaigns can be tested, including: target audience, offers, benefits, messaging, media, copy, and graphics. • I recommend devoting 5-10% of your finances to new programs, offers, and audiences. – Don’t set the same expectation for success with the test budget as you do for the rest of your campaigns. – Experiment, take chances, and roll the dice, in an attempt to beat the control campaigns. Download the Free 7 Deadly Sins Book Chapter
  • 10. Seven Deadly Marketing Sins 6. Inaction: • There is never a perfect time to enter a market, launch a campaign, or execute a quick hit strategy. – You won’t always have all the facts, or know how a target audience will respond. • Good marketers are aggressive marketers. – You learn by doing, not just by studying, pondering, and analyzing. – It is sometimes necessary to forget ready-aim-fire and instead practice ready-fire-aim. Download the Free 7 Deadly Sins Book Chapter
  • 11. Seven Deadly Marketing Sins 7. Focusing on What Doesn’t Matter: • As a marketing manager, you have two primary resources at your command: time and money. – There is a great deal of money spent on programs and activities that have little chance of success – There is also a great deal of time spent on the irrelevant and the counterproductive • Every minute you spend on a nonproductive activity hurts you in two ways: – Wasted time on unhelpful items – Lost time to spend on helpful items Download the Free 7 Deadly Sins Book Chapter
  • 12. Seven Deadly Marketing Sins 7. Focusing on What Doesn’t Matter: • What doesn’t matter? – How many direct reports you have – How much your staff likes you – How cool your website looks – How big your trade show booth is – How fast your budget grows – What you did last year (or last quarter in fast-paced industries) – Time spent in endless and nonproductive meetings Download the Free 7 Deadly Sins Book Chapter
  • 13. Seven Deadly Marketing Sins 7. Focusing on What Doesn’t Matter: • What does matter? – More leads going to the sales force – Hiring good people or outside contractors to assist you – Reduction in wasteful spending – Cross-selling and up-selling customers – Changing to a process that improves funnel conversion ratios – Lowering your cost of customer acquisition – Increasing revenue Download the Free 7 Deadly Sins Book Chapter
  • 14. Learn More Learn More about the Seven Deadly Marketing Sins and How to Avoid Them: Download the Free Seven Deadly Sins Chapter Now!
  • 15. Free eBook! Download your Free Chapter NOW! Download a FREE Chapter from Christopher Ryan’s New Book Now and Get the Entire eBook FREE When Released!
  • 16. About Fusion Marketing Partners Christopher Ryan, CEO We Do This: Brand building/messaging Website optimization Content creation Lead generation You Get This: Much greater levels of awareness Higher quantities of qualified leads Ability to generate faster revenue Lots more information at: http://FusionMarketingPartners.com/ http://Greatb2BMarketing.com (blog) info@fusionmarketingpartners.com 719-357-6280